How IMPOSSIBREW saw 13% uplift in Recharge Subscriptions with Relo

Increase OTP to subscription
Performing Klaviyo Flow
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Relo integrates with all modern Shopify Subscription apps, including Recharge, Skio, Yotpo Subscriptions and Smartrr. Please email us here if you have a question about any other subscription software you work with.


IMPOSSIBREW® was born with a mission is to create the world's most complete alternative to alcohol that offers an experience beyond taste. They brew top quality, enhanced non-alcoholic beers using their Social Blend™ that promotes relaxation and boost serotonin levels, replicating some of the desirable effects of alcohol without the downsides.

Now available on next day delivery nationally across the UK with a thriving online audience, IMPOSSIBREW® have become one of the fastest-growing non-alcoholic beverages and ranked #26 on best start-ups of the year 2024.

The Problem

A key focus for IMPOSSIBREW was to increase their online subscribers, as the product really lends itself to a habitual usage and this was a core part of their overall eCommerce strategy. As with many eCommerce brands, IMPOSSIBREW has really focused their eCommerce business on repeatable monthly revenue from subscriptions - allowing them to invest heavily in growing their entire operation. However, after looking at their customer journey, they came to see that only a small percentage of their customers who had ordered OTP (one-time purchase) had gone on to become subscribers, which provided both a large problem and opportunity to improve.

If IMPOSSIBREW were able to capture even a small percentage of those OTP's to become product subscribers, it would add an entirely new recurring revenue stream and reduce the heavy acquisition costs associated with acquiring a subscriber on their first order. This is where Relo teamed up with IMPOSSIBREW to overcome the issues with identifying and targeting those customers ready for a subscription, and making the transition easy.

Here's Mark, Founder at IMPOSSIBREW, commenting on the problems faced prior to Relo:

“Even when customers really love a product, it's often too easy to forget if it wasn't a subscription”

How IMPOSSIBREW solved this using Relo

The first step was to discover exactly which customers were ready to move to a subscription. This would usually have been a very lengthly, manual, and complex step involving data science to define what we thought customers would do next. With Relo, this took minutes.

IMPOSSIBREW integrated Relo to their Shopify store to create a targetable list of customers that were ready to move from their OTP's to a subscription in the next 30-days (Note - Relo integrates with all modern Shopify Subscription apps, including Recharge, Skio, Yotpo Subscriptions and Smartrr. Please email us here if you have a question about any other subscription software you work with). Relo uses logic like which products have been ordered, in which volume, over which timeframe, and how that aligns with what other "lookalike" audiences have done before.

Here is an example of how those customer predictions looked for IMPOSSIBREW (Anonymised). Within minutes, they had a really specific list of who's ready to target, when, and with which product:

Syncing the data to Klaviyo

However, once we have that list - what next? To make this audience as actionable as possible, Relo then seamlessly feeds that data into your Klaviyo flow's as a dynamic trigger - firing the SMS and email flow at the exact right time a customer is ready to try a subscription. Within a few clicks, IMPOSSIBREW had all of that data flowing into their Klaviyo account with a whole new "upgrade to subscription" flow:

“Relo's subscription converter targeting and Magic Cart making it easy to convert customers have had a real impact.”

Better conversion with Magic Cart

Once IMPOSSIBREW had highlighted which customers were ready to try a subscription and connected that data to Klaviyo - the last step was conversion to subscription. The previously clunky experience where customers were taken from a CTA in a Klaviyo email, through to a product page, to a cart page and then an empty checkout wouldn't cut it here.

The last step in the journey is the where Relo's secret weapon comes into play - the Magic Cart. Magic Cart is a mobile optimised personalised cart-page that allows customers to easily convert to a subscription in 2-clicks. The Magic Cart is:

  1. Mobile first
  2. Pre loaded with a recommended subscription frequency based on their OTP order history
  3. Personalized with add-on product recommendations
  4. Connected to a pre-loaded Shopify checkout
  5. Customized in a few clicks to your brand

For IMPOSSIBREW this meant that within every email CTA that Relo was powering, they could embed a Magic Cart Link for easy conversion straight to subscription. In this instance, let's have a look at this customers (Derek) Magic Cart link after they click on the CTA in the email:

When the customer clicks on the "subscribe now" CTA above, they would be taken to their Magic Cart here:

Here's Mark Wong, Founder at IMPOSSIBREW, commenting on working with Relo:

“The Relo team are super engaged and always looking to add more value for us!”

The results

By implementing Relo, IMPOSSIBREW were able to increase the amount of new subscribers gained from OTP's by 9%! The combination of prediction which customers were ready, syncing that data to Klaviyo, and converting to subscription via Magic Cart helped supercharge recurring revenue with almost no time investment required from their side.

The results were so impactful across the business, that Relo's Upgrade to Subscription flow has become one of IMPOSSIBREW's top performing Klaviyo flows.

To recap, the core KPI's IMPOSSIBREW was able to move by combining Relo with their subscription set-up:

  1. Increased OTP to subscription by 13%
  2. Top performing Klaviyo flow
  3. 9x ROI
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